The Characteristics of Television Advertisings on Food and Drink

Abstract

Based on the contents shown by4television channels in one week, the characteristics of the television advertisements on food and drink were quantitatively and qualitatively examined in this study.
The ratio of the commercial message related with food (food CM) among the total television CM averaged 28.8%. This ratio of weekdays was higher than that on weekends, as well as the ratios of the morning and daytime were higher than those of the evening and the other time such as midnight and early morning.
Both the number of exposed CMs and the variety of CMs on “Sweet and Snack” and “Seasoning” were the highest among the food CM, while those of CMs on “Refreshing drink” were the highest among the CMs for the drink group.It was found that these CMs about such groups tended to be repeated.
The appeal messages among food and drink CMs were classified into several categories and the properties of the appeal points were analyzed.
For the CM on foods which are usually used as basic dietary materials, “Taste” was the most frequent message, followed by “Quality and Safety” . The CM on “Sweet and Snack” and “Suppliments” more often emphasized their “Nutrient and Ingredients” . In the drink CM, “Nutrient and Ingredients” was the most important appeal points. It seemed that many drinks are designed to be attractive for health oriented people.